Radico Khaitan withdraws name of single malt whisky brand ‘Trikal’

New Delhi New Delhi: Homegrown alcobev firm Radico Khaitan has withdrawn the brand name ‘Trikal’ for its new single malt whisky range, after the company faced criticism over it. In a regulatory filing, Radico Khaitan said the withdrawal of the brand name is “not just a business decision, it is a sign of respect, reflection and our unwavering commitment to honour the sentiments of our people and our country”. “We understand that concerns have been raised about the brand name. As a responsible and sensitive organisation, following an internal review, we have decided to withdraw the brand,” the company said.

Radico Khaitan is the maker of award-winning single malts ‘Rampur’ and Jaisalmer Indian Craft Gin. Besides, it owns IMFL brands such as 8 PM Whisky and Magic Moments Vodka. Earlier this month, the company announced the launch of two new products – Trikal Indian Single Malt and Morpheus Super Premium Whisky – as part of its effort to expand its role in the premium segment.

According to some media reports, the company faced challenges in Uttarakhand, where it is believed that it was not granted permission. Apart from this, it also faced some criticism on social media platforms, as the image on the product label resembled religious symbols.

However, the company said that the name ‘Trikal’ comes from Sanskrit meaning ‘three times’, signifying past, present and future. “It reflects our deep belief in honouring India’s rich heritage while embracing progress and innovation. ‘Trikal’ is not just a name; it is a tribute to the timeless spirit of India, the hands of our artisans and the soul of our culture,” the company said.